JCPenney Reverts To Classic Logo Due To Customer Demand

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JCPenney's classic logo.

JCPenney has returned to using its classic JCPenney logo, which features the first three letter of the retailer's name in upper case, the same that is still displayed on signage on most of its stores today.

This classic all red logo, according to a JCPenney spokesperson, began re-appearing in its TV spots in mid-September and is now rolling out to various print and digital ads as well as to the JCPenney credit card. The last time the classic logo was used before that was in January 2011. Under CEO Mike Ullman, the retailer changed its logo to all lowercase in 2011. Under Ron Johnson, the store changed the logo to jcp in all lowercase inside a square in February 2012.

"Through recent consumer research, our customers overwhelmingly confirmed their preference for our classic JCPenney logo. The classic JCPenney logo is familiar and reignites pride in JCPenney and symbolizes the company who has faithfully served communities across America for over 100 years. As we transition to a more iconic and recognizable design, the change will give our loyal customers a sure sign that we’re still the store they know and love," the spokesperson continued.